2. 1-2
Learning Objectives
1. Why is marketing important?
2. What is the scope of marketing?
3. What are some core marketing concepts?
4. What forces are defining the new
marketing realities?
5. What tasks are necessary for successful
marketing management?
3. The Value of Marketing
• Financial success often depends on
marketing ability
• Successful marketing builds demand for
products and services, which, in turn,
creates jobs
1-3
4. 1-4
The Scope of Marketing
• Marketing is about identifying and
meeting human and social needs
• AMA’s formal definition: Marketing is the
activity, set of institutions, and processes
for creating, communicating, delivering,
and exchanging offerings that have value
for customers, clients, partners, and society
at large
5. Marketing Management
• The art and science of choosing
target markets and getting, keeping,
and growing customers through
creating, delivering, and
communicating superior customer
value
1-5
11. 1-11
Core Marketing Concepts
• Needs: the basic human
requirements such as for air, food,
water, clothing, and shelter
• Wants: specific objects that might
satisfy the need
• Demands: wants for specific products
backed by an ability to pay
13. Type of
Need Definition
Stated What the customer asks for
Real What the stated needs actually mean
Unstated What the customer also expects but does not ask for
Delight Needs that are not essential but would delight if met
Secret
Needs that the customer does not express, often intangible
in nature
Classification of Needs
15. 1-16
• Value proposition: a set of benefits
that satisfy those needs
• Offerings: a combination of
products, services, information, and
experiences
• Brands: an offering from a known
source
Core Marketing Concepts
18. • Impressions: occur when consumers
view a communication
• Engagement: the extent of a
customer’s attention and active
involvement with a communication
Core Marketing Concepts
19.
20. • Value: a combination of quality,
service, and price (qsp: the customer
value triad)
• Satisfaction: a person’s judgment of
a product’s perceived performance in
relationship to expectations
Core Marketing Concepts
21. • Supply chain: a channel stretching
from raw materials to components to
finished products carried to final
buyers
• Competition: all the actual and
potential rival offerings and
substitutes a buyer might consider
Core Marketing Concepts
24. A Dramatically Changed
Marketplace
• New consumer capabilities
– Can use the internet as a powerful
information and purchasing aid
– Can search, communicate, and purchase on
the move
– Can tap into social media to share opinions
and express loyalty
25. • New consumer
capabilities
– Can actively interact
with companies
– Can reject marketing
they find inappropriate
A Dramatically Changed
Marketplace
26. • New company capabilities
– Can use the internet as a powerful information and
sales channel, including for individually differentiated
goods
– Can collect fuller and richer information about
markets, customers, prospects, and competitors
– Can reach customers quickly and efficiently via social
media and mobile marketing, sending targeted ads,
coupons, and information
A Dramatically Changed
Marketplace
27. • New company capabilities
– Can improve purchasing, recruiting, training, and
internal and external communications
– Can improve cost efficiency
A Dramatically Changed
Marketplace
33. Integrated Marketing
• Devise marketing activities and programs that
create, communicate, and deliver value such
that “the whole is greater than the sum of its
parts.”
34. Internal Marketing
• The task of hiring, training, and
motivating able employees who want
to serve customers well
38. Levels of Product
Core benefit – Cleansing the body
Basic Product – Toilet soap
Expected product – a set of attributes the buyers normally
expect – rich lather, fragrance, life...
Augmented product – meeting customers’ desires beyond
expectations - lasting fragrance, VFM...
Potential product – possible evolution- liquid, drops,
sanitizers...
Product hierarchy
Need family – core need – to look better / transport
Product family – all prod classes that can satisfy a core need
with reasonable effectiveness – beauty product, surface/air
39. Product class – group of product within the product family
recognized as having a certain functional coherence –
cosmetics, vehicles
Product line – products within a prod class that are closely
related bec – they perform similar function
targeted at the same customer groups and
marketed through same marketing channels
within the same price range
Lipstick, 2 wheelers/4 wheelers
Product type – several possible forms of the product
lip cream, lip colour,tube lipstick, 150cc bikes
Brand – Revlon, Yamaha
40. Types of consumerproduct
Durability & Tangibility-non durables/durables & services
Consumer goods – based on the shopping habits
Convenience – frequent, immediate & min efforts
staples – purchased on a regular basis(milk, sugar etc)
Impulse goods – due to external stimulus
Emergency goods – umbrellas, raincoats, vaseline
Shopping goods-comparing suitability, price, quality and style – furniture,
clothing, home appliances
homogeneous goods-similar in quality, diff in price
heterogeneous – differ in prodt features & services
Specialty goods – unique characteristics or brand identification, no
comparison – Benz, CD shirts
Unsought goods – unaware/don’t think of buying-life insurance, books &
journals...
41. Product Mix – set of product lines and items
Det Powders Det bar paste brush soap
Surf Rin Close-up Pepsodent Lux
Rin Wheel Pepsodent Hamam
Wheel Sunlight Mentodent G Rexona
Sunlight 501 Lifebuoy
Width – how many prod lines the Co. carries – 5 lines
Length – total no. of items in the mix – 16
Average length – 16/5 = 3
Depth - how many variants are offered – eg., 2 formulations * 3
sizes = 6 (SKU)
42. Product Line Length
Line stretching
Line filling – adding more items with present range
JND– just noticeable difference
Fill the gaps approach
Line modernization – advanced version of the product
Line pruning
43. Brand decisions
Brand can convey – attributes, benefits, values, culture,
personality and the kind of user
Brand awareness, brand acceptability, brand preference and
brand loyalty
High brand equity provides competitive advantage
- reduced marketing cost bcoz of awareness, loyalty
- Trade leverage with dealers and retailers
- Premium price because of perceived quality
- Brand extensions because of credibility
- Defense against fierce price competition
“Well managed brands are not subjected to BLC”
44. Desirable qualities for a brand name
• Suggest something about product benefits
• Suggest product qualities
• Easy to pronounce/recognize/remember
• Should be distinctive
• Shouldn't carry poor meanings in other countries and
languages
45. Branding Decision – to brand or not to brand
Sellers advantages
Brand sponsor decision
Manufacturers’ brands
Distributors’ brands – private labeling
Licensed brand name
46. Brand name decision
Individual brand name – Co’s reputation not at stake
Blanket family name or company trade name
combined with product names – TATA, J&J, Dabur,
Godrej, Britannia...
Separate family name for all products- Lux, Dove
Name of the person/place
British Airways, Amex, KFC, McDonalds, Indian
Airlines...
Quality – Duracell, Aquaguard, Kwality, Compaq,
Hommade, Homelite, Pureit, Persona, Nature’s
Basket...
Lifestyle – Royal Challenge, Aristocrat, Esteem, Safari,
51. CORPORATE NEW BUSINESS PLAN
Intensive Growth – achieving growth within the
Company’s current businesses
Ansoff’s product market expansion grid
Current market
New market
Current product New product
Market
penetration
Product
development
Market
development
Diversification
52. 1. Market penetration
Increasing the market share of its current products in their
current
markets
- increasing the frequency of purchase
- targeting the competitors’ customers
- targeting the non-users
2. Market development
Identifying the potential user groups – LPG in rural markets,
- mass merchandising / increasing distribution channel
3. Product development
New product development with additional features
53. Integration
strategies that companies use
to consolidate their position
among competitors.
Vertical Integration
Horizontal Integration
54. Vertical Integration – both forward & backward
Backward Integration – moving towards suppliers
- LG has set up its compressor facility
- Amazon book publishing
- E-comm giants having their own warehouses/mfg facilities
Forward Integration – moving towards end users
- TATA Steel into branded steel furniture business
- Godrej into processed chicken – Real Good
- Nilkamal - @ Home
- HUL’s Tea Parlour - Lipton T Place
- Linc Pens’ retail outlets – Just Linc
- Amaron Raja Batteries’ Amaron Pit Shops
57. Diversification
Diversification is a corporate strategy
to enter into a new market or industry
in which the business doesn't
currently operate, while also creating
a new product for that new market.
58. 4. Diversification growth
- Concentric diversification – tech and/or
mktg synergy with existing product line
- storewel & furniture, detergent
powder/cake, Parle-
Biscuits,chocolates,Amul-ice cream, GRB
Sweets
- Conglomerate diversification – no
relationship to current tech/product/market
ITC, Mahindra, Godrej, Reliance.